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Easy to read, free and filled with content consumers want, Hippo is a whole new kind of print for southern New Hampshire. In seven years, we have become the most read magazine, newspaper or weekly in metro southern New Hampshire for the 25 to 54 demographic.
More than 175,000 people read the Hippo from all over southern New Hampshire and northern Massachusetts.
The Hippo covers metro southern New Hampshire, including the three cities of Manchester, Nashua and Concord. From development to profiles of people and answering the vexing questions of where to go and what to do, Hippo provides metro southern New Hampshire's adults the only dedicated food, music, movie and arts coverage and its only weekly dining guide and reviews. Hippo also offers a comprehensive guide of children's activities and volunteer opportunities in each week's paper.
Hippo readers are active and affluent
Geography
75% - metro southern New Hampshire
(25 mile radius of Manchester)
95% - Southern New Hampshire
57% - Live in Hillsborough County
20% - Live in Merrimack County
10% - Live Rockingham County
Age
41 - Mediam age of reader
74% - 25-54
Age detail
16% - 18-24
21% - 25-34
22% - 35-44
19% - 45-54
12% -55-64
12% - 65+
Gender
55% - Women
45% - Men
Income
61% - $50K and above
22% - $100K and above
Education
60% - Some college or higher
Financial Planners
87% - Have IRA or 401K retirement plan
35% - Have CDs/savings cert.
30% - Liquid assets $100K+
Home & home repair
74% :: Home owner
50% :: Planning remodel, buy furntiture etc.
Cars, truck and vans
83% - Domestic auto owned
57% - Foreign auto owned
37% - Three or more vehicles owned
34% - Own SUV
32% - Own pick-up truck
Active
75% - Eat at sit-down restaurant often
47% - Attended the movies in past month
58% - Visited lounge, winebar, bar or nightclub
52% - Attended theater, symphony or opera
49% - Attended live music concert
34% - Skied/snowboarded
85% - Followed Red Sox on TV
Our readers are your customers or could be
40% Dog owners
45% Cat owners
88% - Log on to internet regularly
71% - Bought at hardware or housing store
50% - Financial optimists (glass half full types)
Source: Media Audit, International Demographics.
Deadlines
Space: Noon on the Monday prior to Publication
Material:
5p.m. on the Monday prior to Publication
Sizes
Hippo
is broken down into modular ad sizes:
Full Page: 10.25"(W) x 13"(H)
Vertical 1/2 Page:
5"(W) x 12.75"(H)
Horizontal 1/2 Page:
10.25"(W) x 6.25"(H)
Vertical 1/4 Page: 2.375"(W) x 12.75"(H)
Horizontal 1/4 Page:
5"(W) x 6.25"(H)
Horizontal Strip 1/4 Page:
10.25"(W) x 3"(H)
Vertical 1/8 Page: 2.375"(W) x 6.25"(H)
Horizontal 1/8 Page:
5"(W) x 3"(H)
Frequency
Discounts
Frequency Discounts available on runs of consecutive ads
Non-Profit
Discounts
Non-Profits may qualify for additional
frequency discounts. Political organizations, universities, hospitals,
and large
non-profits do not qualify
for this discount.
Mechanical Specifications
HippoPress uses a PC platform. Please email ads to
ads@hippopress.com. Acceptable Formats: .pdf (200 dpi), .tif (PC
format, 300 dpi), .jpg (400 dpi). Those sending Word, PageMaker
and other non-standard documents please call ahead. HippoPress only accepts
PMTs or camera ready slicks electronically. Color advertisements
should be CMYK. The Hippo runs a line screen of 90, please
compensate for a 15% dot gain.
Prepayment
All advertisers must prepay for advertising unless otherwise
noted. There are no discounts for prepayment.
Agency Discount
All rates are net unless noted in contract
Positioning
20% surcharge to
guarantee position
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Ad Rates
Audience: 175,000
Cumulative 4-issue Audience
Based on market research performed by Media Audit in southern New Hampshire and the Boston DMA. Media Audit measures how many people read Hippo in a four week period, counting each reader only one time.
Publication
Every Thursday. Almost all papers are picked up by Saturday
morning.
Pick-up Locations: 1200+
Retail outlets, all major supermarkets, restaurants, workplaces, apartment complexes and street boxes in metro southern New Hampshire. (25 miles radius of Manchester)
Audited By
Media Audit
Circulation:34,000*
Hippo uses a controlled distribution system to track circulation and is audited by an independent company, Media Audit. This process ensures that newspapers are being picked up at each location. Spot checks are performed randomly to confirm circulation numbers. Returns vary each week from 1% to 3%.
At Hippo it's about readers, not paper
Circulation is not a good way to measure a free paper
Print is not all the same. Free newspapers, both daily and weekly, are a very different kind of print than paid daily newspapers or paid magazines. Free papers essentially broadcast their product in a geographic area, hoping people will pick it up.
Circulation can be crudley measured by counting returns, but the advertiser has no way of knowing where those papers are going or if they are even going to be read.
It seems reasonable then to use a different form of measurement for free papers. At Hippo we continue to count returns to make sure we aren't paying more in printing costs than we have to, but we feel a system similar to that of radio or television makes more sense in measuring our audience. For that reason, we use Media Audit , the only media polling service available in this market on a consistent basis. Media Audit polls residents of southern New Hampshire about their reading habits, consuption and demographic information. It is an independent polling company that competes with Arbritron and Scarborough Research.
Based on those numbers we know who is reading our paper, where they live and how much they earn. This information is helpful in two ways. First it allows the editorial staff to tailor the paper to the reader and second it gives our advertisers a demographic picture of who our readers are. This helps advertisers tailor their message to our readers and helps deternmine if Hippo is an appropriate place to reach potential customers. For example, Hippo would not be the most effective way to reach hearing aid buyers, but is a great place to reach first -time home buyers and empty nesters.
Ad Placement
To inquire about placing an ad, contact the advertising dept. at (603) 625-1855 Ext. 13 or via email at ads@hippopress.com
Looking for more affordable options to just target the city of Manchester?
Manchester Daily Express: 5-day-a-week free daily
Other advertising products offered
Outdoor billboards
Printing and insert program
Inserts
Business to Business drops
Hippo Advertising Personnel
Sales Manager/Associate Publisher:
Dan Szczesny (pronouced sez-knee), Ext. 13
dszczesny@hippopress.com
To place a classified ad: Ext.25
classifieds@hippopress.com or go to Classifieds.
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